David Malits is an Israeli public relations and marketing expert as well as the owner of STRIX, a reputation management and crisis communications firm. He helps local and international firms with media counsel, crisis and issues management, results-driven public relations and strategic marketing programs.

He recently sat down with Finance Magnates to talk about the most effective ways those promoting new blockchain projects can reach investors for an initial coin offering (ICO).

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Among the many interesting topics discussed were: should you focus on big cryptocurrency investors or smaller short time speculators? How can one reach the different audiences which an ICO must attract? And the worst mistakes that entrepreneurs can make when handling the media.

Malits believes that if the media perceives you in a negative manner, you have to concentrate your efforts on changing their opinion, rather than threatening law suits over what is already published. He explains to clients that it is necessary to regard reporters and editors as the target audience for a B2B campaign intended to change their opinions.